What’s a nightlife girl to do when there are no parties? Get dressed up in AMEN clothing and dance the night away (in more intimate settings)!
Needless to say, the past year has put everything upside down. While loungewear, athleisure, and casual styles have been the go-to apparel for social distancing, 2021 is likely to see a return to normalcy—and we can’t wait for things like dressing up, going out, and dancing to return.
AMEN is a label you may not know, but whose styles and aesthetic you probably miss. This holiday season, there will still be plenty of reasons to get glammed up, so we reached AMEN’s founders to discuss what the future holds for sparkly, shimmery, and embellished apparel and accessories.
Q: Tell us a bit about the background of AMEN. What inspired the launch of the label in 2003?
A: AMEN launched in 2003, from the collaborative dream of two creative manufacturing companies: Jato (world leader in research, creativity, and embroidery for prêt-à-porter and couture) and Olmar and Mirta (producers of Rick Owens garments). Together, they wanted to achieve the goal of showcasing their unique capabilities and design ideas.
We’re the forefathers of minimalist maximalism, embellishments paired with simplicity.
Q: Tell us about the themes you touch on with the collections. What inspires your design process?
A: The recurring theme for AMEN clothing and accessories collections are music, and the great women that left a mark in time. “Feminine beauty to the rhythm of the clubs that made history.”
Q: What makes AMEN garments special? What are the details, materials, or embellishments that are unique to the brand?
A: AMEN utilizes embellishments as a trademark—handmade embroidery, patches, prints, and manufacturing that hold up to couture standards. Simple yet flattering lines have to be matched with embellishment.
Q: AMEN clothing is colorful, sparkly, and very vibrant—perfect for events and red carpets, etc. What’s the importance of evening-wear or “statement” pieces now, even as many events and parties are on hold due to COVID-19?
A: Although in this period of COVID-19 there are fewer occasions for parties and red carpets, women want to express themselves and feel beautiful, even in private occasions. We believe that soon we will be back to normal, and the desire to dance and socialize will be just as much, if not more than before!
Q: What’s the importance of skilled craftsmanship to AMEN?
A: Our ability to manufacture, as well as being able to experiment with creative ideas, makes AMEN different from many other brands. We produce our own garments and believe in a short production supply chain, which guarantees high-quality luxury apparel at a more affordable price.
Q: What’s the aesthetic essence of AMEN clothing? Which rules or guidelines do you like to abide by?
A: I’ll summarize with two adjectives: we’re the forefathers of minimalist maximalism, embellishments paired with simplicity.
Q: Who is the quintessential woman who wears AMEN clothing?
A: A woman who loves fashion, but isn’t a victim of it. She isn’t obsessed by it, she can choose based on her own personality, which she prioritizes over trends.
An AMEN dress is forever.
Q: What does the future look like for AMEN? What’s the product roadmap?
A: We’re a niche brand. We communicate our values and span between multiple generations. The concept of timelessness on a dress that we put days of work into manufacturing is what sustainability truly means to us. Smarter resource allocation that lasts longer in time. Our top priority mission is making women feel beautiful.
Q: As an insider, what are your favorite spots in Milan to eat, take aperitivo, and shop? Favorite bars? Best historical/touristic spots to see? Are there any places you would suggest our readers not miss if they visit?
A: Milan is our second home, we are sure that soon it’s going to emanate the energy that made it Italy’s fashion capital once more. I only eat pizza at Le Specialità, thin and incredibly light. If I want to eat somewhere more private I love Giacomo Bistrot. If you like techno music, Volt is the club for you.
There are a lot of places I would recommend, but I’d like to suggest one right next to our showroom, Villa Necchi Campiglio, a very suggestive former private house turned museum.
Discover the entire AMEN clothing and accessories collection on italist and check out other Italian designer interviews: Charlie Luciano, Emanuela Caruso, and Mr&Mrs Italy.
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About the Author
Alex English is the Head of Content Marketing at italist.com, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.